The tools that also involve a lot of legal requirements are community events and open house events since the organization must take full liability during such events with regard to security and necessary permits to use facilities such as public streets.
The public relations tools that are highly affected by advancement in technology are the press conference and the internet. These tools have become easier to use due to the advancement in technology, for instance, press conferences can be done via teleconferencing services thus it is not mandatory for the two groups to meet as was the case before. Passing information through the internet has also been so easy, fast and cheap thus it helps the organization pass urgent and important information to the targeted audience in time and conveniently (Howard, 2000). Even though the use of these technologies has brought a lot of improvement and convenience, they have reduced the one on one interaction between and organization and its audience to the extent that it is dehumanizing. The organization is able to relay information to its audience and even offer services to them without creating the personal touch with them a factor that really weakens the commitment of the clients to the organization.
Conclusion
It is therefore vital that proper research is done in relation to public relations so that an organization employs the appropriate tools and in the most effective way. At the same time, it is proper to keep in mind the legal requirements and possible negative sides of every tool that is embraced to avoid detrimental effects of such tools.
References
Applegate, E. (2006). What Advertising Agency Personnel Need to Know about Public
Relations. Public Relations Quarterly, 51(3), 23-26. Retrieved from Business Source Complete database.
Clark, C. (2000). What every public company must know about disclosing information. The Strategist, pp. 35 -- 38.
Howard, C.M. (2000). Technology and tabloids: How the new media world is changing our jobs." Public Relations Quarterly, pp. 8 -- 12.
Wilcox, D.L. & Cameron, G.T. (eds) (2006). Public relations: Strategies and Tactics. Allyn and Bacon Publishers.
Wylie, a. (2004). Yes, you can make your press release creative. Public Relations Tactics, p. 15.
